but here's the beautiful thing because there's so many there's layers to everything all communication has multiple layers every single one of you use hypnosis all the time you don't even realize it but the idea here is when I said there's a lot of people doing things that are bad on Amazon and being rewarded for it and I want you to be good I really created this implicit contract with the audience that says Jason I'm gonna show you whether I do it good or bad I'm gonna do it right because there's a part of your audience
this is who I want to cheat all of us have this desire none of us want to admit this if we're honest we admit this 99% of the population literally speaking only 1% of the population is hardwired not to experience this but 99% of the population they really are looking for things where they could do the least amount of effort to get the most amount of results some people call this greed and left unchecked greed is bad right some people call this you know looking for the shortcuts which is just another fancy way of saying
I want to do less effort than the next guy but get more than the next guy any logical intelligent human being wants to do the least amount of effort to get the most amount of results Bill Gates has this quote this is if I really need something done I'm gonna find a lazy person because they're gonna find there's no the most strategic way to get it done and what I just did there has basically allowed that person to if they wish to do things wrong on Amazon to manipulate the system and still be successful and
that's very powerful because that person has actually it's as it's a safety net they say I'm gonna try it Jason's way but even if it doesn't work I can break the rules if need be to be successful now the reality is and it's a stupid process I don't want them to do that because it's easier to be honest and make ten million dollars than it is to be dishonest and make a million dollars you know we can swim upstream by trying to cheat the system where we can swim downstream I know there's from downstream so
it's better to have products it's better to have ones that people like if everybody else is buying these crappy products and you can sell the good products you certainly should sell a good product right but it also opens the door for me later to talk about at the end of the day Amazon once what's in front of the customer we just need to get in front of the customer and there are ethical ways of doing that and are not so ethical ways of doing that and when it comes to people's livelihood all of a sudden
we take some very nice church-going people who are willing to hack the Amazon search algorithm and do what guides a crazy they would ever do right but by positioning it as I don't want you to do this when you go and do your Amazon business what's the preception presupposition you're going to just don't be mean when you go and do it means you're going to do it and these are more than anything how we have to talk to our audience you have to talk as if you already assuming that they're going to do every single
thing you said even though I knew as I was talking about homework not a single person was going to do that homework and if they did god bless them it would help me if they didn't doesn't matter James you kept your authority by saying you have my permission to not listen to a word I say later and then you also I said here's the problem with Amazon org the solution here's the problem with the solution they trust it too much it's like that's not a problem I know right that's the false problem right here's the
problem with making a million dollars you got to pay taxes on it right it's a tough problem you know the thing - is it the creation that what I just showed there though is this this is why I did that I'm glad you brought that up is because somebody wants to err on the side of being successful saying well gee worst case scenario if I sell this product I can do ok even if I don't know what I'm doing simply because people will buy on Amazon all day long and forget about it right so they're
like hey that's the safety net I always try to sell two layers when I sell and that goes back to the psychological fear of screwing up right they're going to go out there they're going to try their best they're going to make it they're going to do everything they possibly can to be successful but if that doesn't work they can still cheat where they can still break the rules or they could still do it wrong and be successful so we always give that that it's called a double bind in we give them a situation where
no matter what they feel like the outcome is assured so like I'll give you a thing I do I did this at a mastermind recently this weekend on the stage and I was working with the audience and breaking all their patterns in real time and it was really cool and some guy says oh you know it's like how do I convince my audience that they don't fear failing that they can be successful and I said first of all I said well what is success look like they see $10,000 a month and I said listen let
me ask you a question how could you fail your way to making $10,000 a month and I said listen when you go to fail your way to $10,000 a month you might have the tendency to want to make $100,000 but I'm not gonna let you do that yet because for you for you to first succeed you have to fail so let's figure out what would it take for you to fail your way to $10,000 a month this is what I was saying to this kit right and it was just blowing their mind it's a double
bite if he succeeds he makes $10,000 if he fails he makes $10,000 so if we can learn to talk to our audience in a language where it doesn't matter if you succeed or not it you're going to be better off than you were before you started that sells more than just about anything so the ideas on these products of them continually setting these double binds if you sell a great product great you'll make a lot of money if you end up with a product great you'll still make money right if you're if you're an ethical
seller and you're selling really good stuff on Amazon people will buy from you because they trust you if not they'll still buy from you anyway because we always have those two a.m. drunken purchases and now at the end of the day if I got to pay bills I'll take any trunk in two am purchase of my product I will not have such a moral strong compass anymore because it's either the kids starve this week or some drunk guy starts to buy stuff on Amazon recklessly and I want to be there when that happens now most
of us become detached for our customers I'm glad you brought this up because most of us forget the struggles that got us there in the first place right this is an $11,000 suit that's insane isn't it I bought it off Rodeo Drive in Beverly Hills right when I started my business I had a one-room apartment that was essentially the living room was the office was the bedroom and I had a decision to make because I had X number of dollars to spend I could buy a desk to work on or I could buy a bed
to sleep on what do you think I bought a desk a $200 desk right this is three hundred and thirty dollars right and I only bought it cuz I was like well he already paired the colors together you know I know I could just I could just go somewhere simpler like Kohl's and give one of these for like 20 bucks but he paired them together so why not $330 well why not decision this is where I'm at now this is the life I live how can I relate to a beginner getting started how can you
relate to people who are at the beginning of the problem and you're at the far end of the problem the solution how do you do that right I'll tell you how you do that you are constantly obsessive over the challenges that they're facing by paying attention to them by understanding who they are by knowing the challenges that they have knowing the problems that they have I mean like will and I will will more specifically I read all the comments on the product launch videos but will would get on the phone with people we would do
this guarantee and then people would want to get their money back the double your money back guarantees and will would say listen you can quit right now or we can take a second look at this to see if you should quit or not and he would get on the phone with them and we would hear the same thing every single time it was either a time problem or a money problem and the clothes was always the same well listen are you going to find another opportunity to replace this opportunity or is this still the best
thing you know of to change your financial situation so how is stopping doing this going to help you solve your financial problems right I mean I'm paraphrasing very very briefly here and they would say well gee and so you would find out at the end of the day it would come down to something like this I just had a newborn daughter Jason and I don't feel responsible spending money on this course with this new drone broader tude and take a lot of my time I want to make sure I'm there for I have the resources
for her I say great you're more likely to succeed than anybody they say what do you mean I said because every night you picked your daughter up and look her in the eye you either tell her you're a success or a failure you move forward a day or not you have the ultimate motivation to succeed and they're like wow you're right thank you right it is true though because most of us forget out hungry we were when we started ain't that the truth so everything I do and anytime I pitch I try to channel that
I'm think about the person on the other end and I think about their real struggles that they had first of all nobody believes in them and I don't care what it is nobody believes in them and logically they shouldn't believe in them I felt at the first 400 things I tried to do to make money online right so it doesn't it make sense on the four hundred and first time I would also fell a course I would fail right until I didn't anymore so nobody believes in them they don't even believe in themselves they think
that there's something wrong with them psychologically because why why do they want to do this thing so badly and why can't they do it and then guys like me come on the line and hype it to the moon right I start talking about yeah like casually they are a million dollars that's nothing right and they're like Jesus this guy is just selling the dream and we are so in the dream we gotta sell the dream right nobody will run the race unless they see the finish line and they're like this is possible there's one scene
in me that I believe can spoutin can grow well here's the day-to-day problems right and you start factoring down what do they feel like when they wake up in the morning don't feel good what are all the self doubts that are just keeping them prison in their mind you know and by the way all of us have these same exact things so it's not hard to miss them it's like you know so many people come up to me and says Jason you're not a big fat ass anymore right I mean they're nicer than that but
that's what they're saying right and then I am like true because I had some issues that prevented me from getting healthier and I worked through them the same way that our customers have to work through their issues with being successful on Amazon or being successful with everything they used to so we're not impervious to this we just got really good at doing it with one specific thing so whether it's selling or whether it's options trade or whether it's helping people get to a webinar or whether it's selling on Amazon right or whether it's books for
worry right we all got good at one thing at the expense usually as several other things right but now take somebody who's working a full-time job 60 to 80 hours a week and then their wife they're coming home and their wife is kind of like I thought you were the man I thought you're supposed to be supporting this family right and she's not happy with them so now the relationship is on turmoil and he's wasting his time when he could be spending time with the kids watching these webinars and these online videos on Facebook and
all this kind of crap and he's just in the back of his mind he's got one wish and that's to be able to be at the finish line of what he wants whether that's financial independence whether that's health whether that's a different relationship whether that's whatever the case may be and our goal is to try to figure out how to have him see the finish line today and believe he can get there and so when I talk about the product selection that's what I'm talking about not product selection I'm talking about that outcome of somebody
seeing themselves put something on line and have money come to them but although that's filtered through that pain points that they're experiencing so you got to know your customer of course Doug we all know that right but we got to know them intimately and more more deeply than they know themselves Kevin's right yeah so that's a great question so survey is the worst way to do it by the way right I'll tell you the best answer the laziest way possible is to write a check and have somebody do it for you hire a company that's
really good at that that is the best way to do it if you're lazy right I would like to be intelligently lazy so what I did for Amazon was when they did the pre-launch videos and there was thousands of comments on each and every single video I read through those comments and I was I would say I was lazy because it took me like four to six hours and then I never had to do it again so one of the things that we discovered was nobody to know how to calculate profit margin and so people
would spend all this time talking and selling the dream and I'd spend the first 15 minutes of my webinar doing like three things they number one this is what a private-label product is see this thing you put a label on it it's private label let me show you again see this box we put a logo on it now it's private label now let me tell you how we calculate profit margin this is the amount of money you spend this is the amount of money that comes out and if it's a positive that's good and if
it's a negative that's not I'm not that condescending but we would spend 10 to 15 minutes on this because they could not foresee how they would be successful until they first understood some of the basics now everybody needs that everybody's learned that now which is crazy now we don't talk about profit margin anymore and we don't talk because people have now generally accepted because they've heard a 6,000 marketers talk about how yeah you sell physical product you get a 50% profit margin right so now it's entered into like the zeitgeist of the marketplace so now
we sell other things what we now sell against is the idea of if if you're selling ecommerce stuff off of Amazon you're attacking Amazon you don't want to sell on Amazon you want to sell on Shopify because Amazon doesn't allow you to control this this and this right now first of all there's no magic solution everything has advantages and disadvantages but now we have to change the positioning in order to sell against that that's the new place of the customer so I like to read the comments but more importantly is you got to what they're
saying in between the lines here's the problem with this this deep-seated primal motivator here is they don't want to tell you what it is they're scared to say it out loud they don't want to tell themselves why do you want to get rich James Yeah right most of us want to get rich because when we were little something traumatic happened to us that put us in a state of such pain that we said I never want to be in that state again and then we devoted the rest of our lives to getting out of that
state right that was my experience that's why we wanted to get rich but society is telling us well you're more than your fair share in that you're greedy if you're rich and religion is telling us what profits the man that gained the world and lose his soul right so you're conflicted so I know my audience they want to get rich oftentimes to run away from things that have happened to them because they never want to be in a position again where they were lacking it's not even abundance they never want to be in a position
again where they had to sit down and say my life is yeah what's that to get close to your mom right totally so if we did any number of focus groups any number of surveys we would never get that right now these are all these are hard right this is tough I can't I can't hit it head-on right it's too traumatic so we have to we have to eat around the edges of that so so we could talk about certain things like where you're able to you know what it what is financial independence its autonomy
what does autonomy means it means to do what you want when you want with whom you want and how you want it and you can use general rhetoric like that and you can say listen I know there was a point in time in your life this is how you use the words of hypnosis I know there was a certain point in your life when you wanted to be able to do something you went to go and do it and the only thing that stopped you was a bank balance and I don't know what you felt
then but often times when I hear people talk about the situation they feel ashamed and they feel like less of a person how is it that we're born in a first world country with more opportunity than anywhere else in the world if this is a United States audience right which someone you are right and yet we end up where we're at is there something wrong maybe people start to question who they are as an individual that I screw up somewhere along the way there's something wrong with me and I'm going to tell you this you
come from the infinite and so therefore within you is infinite possibility and capable of capabilities every single year there's more money on the planet than the year before every single year there's more opportunity than ever before so the real question is is it your time to take advantage of it because I don't know what you want to do now but I do know that if you go and reach into your bank account to make it happen don't you want to know you can do that and not even think about what the balance is instead you
can think about the experience that that can create right now this is a language pattern I'm using everything I said there was true for every single person in this room without being specific to any one single person's needs I don't know how I can teach you that that took me hundreds of hours to learn how to do that a lot of hypnosis right I don't know how you felt when you went to your bank account and realized there wasn't enough there but these are some of the things that people have told me and experience the
experiences they've had now if I hid out any that's true to you you'll agree with me if I have it you'll replace those feelings with your own feelings right and then I started changing things one of the things that I did was I studied logic a lot of logic and then I figured out how to break each and every single logical thing like intentionally commit logical fallacies and everybody does it all the time so it's great so as I said yeah where I said within you is the infinite right you come from the infinite maybe
I don't know the atheist might disagree with me right but it sounds good in the moment so therefore what then use the infinite is that true who knows right it sounds good though if this reframes you to opportunity as opposed to what you lack so I focus on the pain the lacking and then I showed the opportunity the promise right and I know we're getting way too in the weeds because we're supposed to just be dissecting video to hear but literally we're setting up the frame to do all that does that make sense and so
notice how I gave a lot of Education there I talked a lot of specific things but we're walking them closer when they get on the webinar I got screenshots of products I showed them what a best-seller rank is I show them where products are like snorkels with a screenshot of the first page result from a product so I'm not just making claims I'm setting up things that I'm gonna pay off and that's one of the most powerful things you can do in these product launch videos to set up things that you know you can pay
off later somebody says I don't know Jason 7 review somebody's buying that I can see that maybe and then they get on the webinar and there it is in front of their face they're like damn that's anchoring and amplifying we anchor it then we amplify it Kevin so what what are your thoughts on like the duality of teaching on a webinar versus like not teaching cuz like yeah you're always gonna have the people that say like this isn't a webinar like this is a sales pitch for an advisor right it's like the bottom line is
I want to make the most money and add the most students so they can you know change their lives as often as possible what's your thoughts on yeah I'm glad you asked that I have a theory I have a philosophy that dictates everything that I do and it's about learning and my belief is learning only occurs when behavior changes and that is fundamentally we're all elements of my persuasion are built from is unless behavior changes learning hasn't occurred and so if I get on a webinar and for four hours give you information like encyclopedic knowledge
on something your behavior is unlikely to change for the better because you're going to feel overwhelmed you were over educated which is why people tend to stray away from education because they don't want to freaking actually accidentally make somebody smarter right just by the way there's a curse of knowledge there's another cognitive function people that are ignorant overestimate their abilities and people that are like super masters underestimate their abilities because the guy that's ignorant doesn't know the 56 ways he can kill himself right and the guy who's an expert knows every tiny little detail of
how something can go wrong and so the idea here becomes how do we create behavioural change that's what we want to do I believe the right type of education is the most effective way to create behavioral change I believe that and this is my goal of every single webinar I ever do now all this is a setup to get to the webinar right but once they get on the webinar my goal is always the same how can I in 50 minutes give them the feeling of oh my god in 50 minutes with this one person
I feel better than the last 50 hours I spent with the last 50 gurus this one stranger in 50 minutes did more for me made me feel more excited about the future than the last 50 hours from the last 50 gurus how can we do that in 50 minutes and the beautiful thing about this is is if you put a target up you can usually hit it most people just go in and play blind archery right so I said what would that need to happen for somebody to say my whole world's changed I can't even
go back you could take a rubber band and stretch it and it can go back to his same shape but if you stretch it far enough it breaks and you can never put that rubber back rubberband back again ever my goal is to take your conceived model of reality of whatever you're doing right now and however it's limiting you and shatter it and then never allow you to put the pieces back together because then you're forced to change and human beings are usually intelligent enough to do things that are in their best interest and so
you'll change for the better so what do I have to do to make you hat make that happen I have to give you the right dosage in prescription of Education because that's the ultimate form of authority the ultimate authority of authorities when you listen to somebody say that person knows more than anybody the problems that I face and has the solutions for that so how do we do that education in for each percentage of that that we lack of doing that we have to make up for with sales techniques right so each piece that we
lack in that we have to tie things down so wouldn't you agree with that and that makes sense doesn't it and now that you know that what can you do that you couldn't do before right we can use all those types of sales techniques or we can you know we all use them and I use them too right but the less the the more we have of that powerful kind of paradigm shift the less of all that other sales techniques we have to use and then we can use education as it's meant to be like
Jordan Peterson like totally took over the internet he wrote that book 12 rules to live life it's not even that a book but he empowered a whole group of kids with these for our lectures on YouTube because he spoke to that and the guys the worst cells guy in the world is not a cell but he sell him more than most of us because he did that now we want to do both we want to use the cells techniques and we also want to create that feeling of when somebody gets on my webinars I don't
know about your guys's but my goal is always to say holy cow I've never heard anything like that before that wasn't a webinar that was a spiritual experience and so we go hard and we figure out what that is but it's usually a very clearly defined outcome and we say that in the we show that in the book right what can I show them that they can now do that they couldn't do before the webinar that they can do after the webinar so a lot of it is very simple and very focused and very repetitive
around the same kind of concept but if you watch my web Amazon webinar and you watch the thousand other Amazon webinars that are out there selling Amazon products I guarantee you not a single one of them shows more information than I do I show way more information but I make the information so clear and so real and so obvious and so specific I would rather err on the side of too much education and then pare it down as opposed to too little and scale it up it's like what the Zig Ziglar webinar we cut out
25-30 percent we just cut out more right because I was dealing with a guy who had 70 years of information we tried to condense that down into one webinar I that up I put way too much in there and then we kept twiddling it away and whittling it away and whittling away but it's easier to subtract than it is to add so put in all the good information and then condense it and remove it and that's usually a better approach here's the rice reason why I like it and we're going to go to lunch I
like it cuz nobody else will do it everybody else is now on the train of God forbid we actually teach somebody something that would be a travesty wouldn't it imagine what that would do for your brand if people actually learn something from you before they paid you money oh my god right but it's true because people tend to teach as an excuse to not motivate because we can all just rattle on for days but if we're not doing the extra bit of discipline to understand what the information is if I had more time I too
wrote you a shorter letter that's a Mark Twain quote right that's when it really wins
